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Starbucks to test new name, booze sales

The coffee chain will offer alcohol at 1 pilot store in Seattle.
Posted by Elizabeth Strott on Friday, July 17, 2009 8:22 AM
Some people like a bit more than caffeine in their cups, and Starbucks (SBUX) is listening.

The coffee retailer will open a new neighborhood cafe pilot store in Seattle that will offer beer and wine as well as coffee and tea. The new store, which will be called "15th Avenue Coffee and Tea inspired by Starbucks," will also have night-time hours and live entertainment.

Starbucks' current stores do not offer alcoholic beverages -- just lots of java, tea and food.

Starbucks has faced increased pressure from McDonald's (MCD) new coffee drinks, and it recently announced plans to change the recipes to some of its food items to provide healthier options for its customers.

Starbucks has also felt the pain of the recession and of too much expansion. Last July, the company said it would close more than 600 underperforming U.S. stores. In January, Starbucks tacked on an additional 300 stores around the world to that list. The company had 16,862 cafes at the end of March.


[Edited 7/17/09 9:38am]

Cool. I love Starbucks. Lately, I have gotten totally addicted to their dark-chocolate-covered grahams, which are just tasty awesomeness.

A cool, beer-and-wine-serving location with live music sounds nice to me.

Efan said:

There was an amazing little Italian cafe in my old neighborhood that had the most delicious coffee, panini, Italian pastries, plus beer and wine and live music in the evenings. I miss it.

Cool. Gotta try it out sometime if the test is successful.

PunkMistress said:

Sounds good for sure.

Brilliant idea!!!! But can they just shorten the name of the place?????

Desire2006 said:

You're so right...

YourBucks would be more honest (although not really shorter, UrBucks maybe?).

RenHoek said: